食品廣告現況分析與探討   全文下載

Analysis and Discussion on the Current Situation of Food Advertisements

民眾因誤信違規廣告，購買食品而損及健康或延誤就醫的情形，屢見不鮮。本研究係調查109年違規食品廣告刊播之媒體類型及違規樣態。結果顯示：於電視、電臺及網路媒體，共計查獲違規食品廣告892件。違規食品廣告案件，以網路最多，電視次之，電臺最少。以不分媒體類別之違規食品廣告樣態進行分析，廣告具有「骨骼肌肉」功能者最多，「血液循環」功能次之、「免疫力」功能與「減肥瘦身」功能位居三、四。不同類別之媒體（電視、電臺、網路），其違規食品廣告樣態有所差異。本研究結果可提供政府機關參考，於行政資源有限之情況下，規劃更為完善之廣告監管措施，進而達到保障國人健康與消費權益之目的。

People may be harmed or delay in seeking care by misleading food advertisements. This study investigated the media types and practices of illegal food advertising cases in 2020. The results found that there were totally 892 illegal cases found on TV stations, radio stations and Internet websites. Among them, Internet websites accounted for the highest proportion, followed by TV stations and radio stations. As for the analysis of the illegal practices, the advertisements claimed functions of improving ''bones and muscles'' took up the highest proportion, followed by ''blood circulation'', ''immunity'' and ''losing weight''. Besides, different types of media such as TV stations, radio stations and Internet websites showed their own illegal practices of food advertising. The reports may serve as a reference for the government to enact better plans to supervise food advertisements under limited administration, resources and protect public health.